Matt Singley | Social Media Optimization

This is part 2 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do. This isn’t a tactical post, I think I write plenty of those. Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know The Product

I think this is the single biggest mistake that I see over and over and over again…lack of product knowledge when you are doing work for somebody else.You may be running a campaign for a durable good or a service. Sometimes it’s just brand awareness so there is not one thing you are pointing to, just the brand. No matter what it is, if you don’t know the ins and outs of what you will be marketing you are doing your client, their customers and yourself a huge disservice. I’ve been invited in to too many conversations that go something like this: (more…)

Part 1 of 6

Over the years I’ve run a lot of social media programs, sometimes for companies or services that I own or manage, sometimes for organizations that have hired me to consult or drive their efforts in the various online communities.  This article is primarily aimed at those that do the latter, although several points can apply to the former.  That is to say, if you are a consultant or work at an agency whose primary focus is running social programs for somebody else, I’m writing this for you.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both. (more…)

If I were to ask you what social media is, you would probably pause for a moment then give me a pretty decent description of user generated material; you would use words like listen, engage and share…and more than likely you would mention (or at least think of) Facebook and/or Twitter.  Do you think it would be difficult to describe social media without these two services? Although social media is so much larger than any one company, there is no doubt that many companies make up a critical portion of this ever growing, ever changing landscape.

Imagine then what social media would be like if Facebook decided to keep their community confined to college students only.  What if Twitter really did make you answer the question “what are you doing?” and excluded external links, retweets and other crowd-sourced behavior? The reason that social media is the way is it today is because Twitter and Facebook, along with countless other services, adopted to the powerful voice of the crowd. They didn’t let pride or “what they knew to be true” hold them back from making smart, and undoubtedly difficult, business decisions.  Embracing the crowd is always challenging, it means you lose a certain amount of control…and to many that is a scary proposition. (more…)

December 1 is soon upon us, and that means that the FTC will be watching social media (I think bloggers particularly) very closely as it is related to disclosure of products and services. In a nutshell, don’t shill online if you haven’t disclosed that you got something for it, money or otherwise.  Good news for me, I am an open book and simply don’t talk about stuff that I don’t want to and really talk up stuff that I like…paid or not.  However, if I have not made it perfectly clear, just wanted everybody to know who has paid my bills at one point or another, or given me cool stuff to check out.  I am going to keep this list dynamic and current on my Disclosures page. If you want a good FAQ page for the FTC guidelines look here, if you really want to read the entire text, check out the PDF here.

I work with a lot of brands, running social media programs in all shapes and sizes. As such, I want to be perfectly open and clear about who I work for and who I do not. It would be impractical to list companies and brands that I frequently mention that I do not work for (there are far too many), but I will list those with in some capacity. Between my previous consultancy and my current position as Senior Director of Social Media Strategy at M80 I get to do some pretty amazing things with some really exceptional companies. Below is a list of organizations that I have (or had) a professional association with in some way. (more…)

Phishing spam on Twitter

Dear Twitter,

You have done an incredible job of responding to a massive influx of new users, especially over the last 8 months.  With growth reaching 1400% month over month, the need to react and support quickly has been critical, and for the most part I would say you have done so better than just about anybody else has that has seen such rapid growth on their platforms.   With the recent roll out of Twitter lists you have also added value to the community by providing a tool that people can use to pull some signal out of all of the noise.  Many are finding the lists as the place to discover and follow new people.  Thank you for all of your work.

A new phenomenon has bubbled up from the user community, and it’s something that I would like you to take quick and decisive action on.  Phishing scams have torn through Twitter on an almost daily basis for the last several weeks, with unsuspecting users clicking links and turning over their credentials.  The results have been painful to deal with…I’m receiving dozens, and sometimes hundreds,of direct messages from real people (not bots) every single day with messages like, “hey. do this iq quiz for me http://quiz6545.info” and “i found y0u http://videos.twitter.shjjiwe.com/?vpgdzxiaq”. This is phishing that is perpetuating too rapidly and it’s starting to ruin the communication platform for me. Here is what needs to happen to fix this… (more…)